Scott Brinker’s 5 Insights Into The Martech Trend: of “No Code” Citizen Creators

We don’t need to convince you that digital transformation is evolving at a rapid pace. A report from Twillio showed a staggering 97% increase in digital transformation with an accelerated digital strategy by 6 years over the course of the pandemic, with another report by Mckinsey showing that they had recognised there had been 10 years of growth in US e-commerce penetration within the space of just 3 months!


Which begs the question, where will the possibilities of technology lead us one decade from now? One key trend predicted by Scott Brinker and Jason Baldwin for the decade of the augmented marketer is “No Code” Citizen Creators.

Lets look more closely at the 5 insights around this trend:

  • No-Code Isn’t Limited to Software
  • No-Code Doesn’t Mean No Specialists
  • Craft Over Chores
  • Reduce Cost and Improve Efficiency
  • More testing

A lot can happen in your average 10 years, and while we’d expect the advances in technology to give our timeline a boost, a few months into our shiny new decade, that boost went turbo.

Even Scott Brinker himself had to amend his famous Martec’s Law illustration between tech change and organisational change this year as the rate of change exploded.

So, hold on to your hats as we explore what the next decade looks like with the possibilities “No code” Citizen Creators might bring.

No-Code Isn’t Limited to Software

We’re already seeing today’s “no-code” solutions branch out from building software, and this is set to expand even further. From design tools such as Canva and Easil to data tools such as Tableau and We call this category of tools “no-code” as previously, you had to be a developer programming with code to build them however, we expect to see more digital assets appear and expand from apps, analyses and workflows.

No-Code Doesn’t Mean No Specialists

We’ve all seen the films and heard the horror stories: Man vs. Machine. As technology starts to replace specialist work, will there be a need for specialists at all? With today’s “no code” tools such as Hubspot, it’s not just developers who can create landing pages, with tools such as Canva, it’s not just graphic designers who can create beautiful designs. More specialist skills are being harnessed by technology and bottled into software that anyone can use.

But that’s not to say there won’t still be a demand for specialists. Specialist talent will be sought for higher-level expertise; empathy, and insight that extends beyond the scope of algorithms in even the best no-code tools.

Craft Over Chores

Which leads us nicely into our second insight. The expansion of no-code tools will free the time of marketers and specialists by automating the admin tasks and enabling more time to work on their craft and creative insights and innovations.

Just as a graphic designer isn’t challenged by adding logos to a leaflet, a web developer doesn’t find creating basic landing pages the most riveting part of their day. The advancements of these tools will enable specialists to apply their skills to more interesting, challenging, and most importantly, more rewarding work.

Reduce Cost and Improve Efficiency

Not only will specialists be able to wield these tools as a way to accelerate production — making it easier, faster, and cheaper for them to implement their ideas, but we will find that non-specialist business users will use AI assistants embedded in these tools to guide them through the process of building ever more advanced creations without relying on the limitations of a specialists work load.

With “no-code” tools, no longer will we have to wait in a queue for processing. they will increase the bandwidth of the number of things that can be produced within a given timeframe, as more marketers can be creating simultaneously.

More Testing

“No-code” tools will also significantly reduce the cost of experimentation, enabling marketers to try more ideas on their own, quickly and cheaply. As a result, the increase in testing and experimentation will enable a greater creativity and innovation to arise across the organisation.

“No-code” tools are predicted to expand monumentally within the next decade, but you can already see this playing out and the benefits are being experienced by many. If you’re not already doing so lean into no code, it’s the future, be part of it now not tomorrow.